Dun & Bradstreet announced the acquisition of AI-powered Customer Data Platform (CDP) Lattice Engines yesterday. Acquisition details were not disclosed, but the deal is expected to close within thirty days.
This is the first major deal for Dun & Bradstreet since it was taken private in February. The combined entity brings together world class company datasets (WorldBase, Global Company Authority contacts, credit data, Hoover’s) with the AI-driven Lattice Atlas Customer Data Platform.
According to the Dun & Bradstreet press release, Lattice Engines adds a “best-in-class CDP to the depth and breadth of global commercial data in the Dun & Bradstreet Data Cloud and growing portfolio of complementary sales and marketing solutions.” The combined capabilities join Dun & Bradstreet’s data capabilities with Lattice Engines AI and analytics. The merged platform creates “an invaluable single source of sales and marketing truth” which helps companies “simplify their data, operate more productively and activate audiences through personalized, omnichannel campaigns that drive results.”
Dun & Bradstreet content has been a cornerstone of Lattice Engines for the past several years. Already having standardized on a core set of data should expedite the acquisition. When Dun & Bradstreet acquired Avention two years ago, the WorldBase and global contact datasets needed to be swapped into the Avention platform. This time, a data swap will not be required (though some additional Dun & Bradstreet datasets will be included).
“This acquisition supports the strategy we announced when Dun & Bradstreet became a privately held company – to bring new technologies and innovation to our existing solutions, creating deeper customer value. With our investment in Lattice Engines, we will become a leading provider in the fast-growing B2B marketing analytics space, helping our clients accelerate revenue, grow their businesses and become more competitive.”Dun & Bradstreet CEO Anthony Jabbour
Future content includes Dun & Bradstreet financial scores, sales trigger insights, and digital data (e.g. Audience Solutions IP and digital device identifiers). Lattice Engines will also benefit from Dun & Bradstreet’s identity resolution capabilities. These upgrades “will further enhance Lattice Engines’ best-in-class analytics models, improve personalization, and drive better results for our clients,” said EVP of Sales and Marketing Solutions, Michael Bird.